PwC’s Entertainment & Media Outlook Report contains projections for advertising expenditures through 2022. The following are highlights for major media markets in the U.S. Out-of-Home Advertising Out-of-home (OOH) advertising has the strongest projection of traditional media, experiencing eight consecutive years of increases, due to the healthy expected growth in digital out-of-home. Digital out-of-home (ex. billboard, DMV,…
A recent study shows that U.S. consumers deeply value small businesses – more than half visit or use the services of a small business and more than double cite local commitment over price as their top motivation. Following are further findings with positive trends and tips: Local businesses are important to consumers: Over three quarters…
A recent study shows that CMOs (Chief Marketing Officers) rank business growth as the top priority in marketing goals. Following are insights into achieving this objective, as well as other strategies and challenges*. What are the top priorities in marketing? Business growth ranks first as the primary role of marketing: • #1: Delivery of business…
Marketing is always changing, and Customer Experience (CX) – interactions between a business and a customer throughout their relationship (ex., awareness, discovery, cultivation, advocacy, service, purchases) – is the new marketing battlefront, focusing on making businesses people-friendly. 89% of businesses expect to compete mostly on the basis of CX.¹ 74% believe that CX impacts customer…
Awareness is the first stage in the customer purchase funnel — a buyer must be aware of your product/service before making a purchase. While ROI (Return on Investment) focuses on sales, ROO (Return on Objectives) focuses on defining metrics, such as increased awareness, brand impact, and purchase intent. Awareness is an important metric to be…
In the past, companies typically used mass media (ex: TV, print, radio, etc.) to reach large audiences and there was limited data for digital advertising. Today, we are in the “age of local,” where marketing wars are digital and local relevance is key for major brands and local businesses. Follow the Money Multi-location brands are…
Brand awareness should be a key component of marketing efforts. Studies show awareness of a product/service is an important factor for consumers when making purchases, linking brand awareness to consumer preferences. Defining the Brand A brand can be defined as the relationship with the consumer; consumers feel “ownership” of a brand because of their experiences…
PwC released its Entertainment & Media Outlook Report, a study that contains projections for online and offline media advertising expenditures through 2021. The following are highlights for major media markets in the U.S. Online Advertising Online is expected to have a 9.9% compound annual growth rate (CAGR)¹ through 2021. Mobile online is projected to grow…
Local businesses, which represent 56% of businesses used by U.S. internet users, provide a better customer experience over national chains, according to recent research. Respondents cite how local outperforms national on service and quality: 96% – better at personalizing service. 91% – more trustworthy and better at treating them fairly. 88% – better at customer…
The goals of advertising, Sales Activation and Awareness Building, are valuable in both the short and long-term. Sales Activation generates short-term sales uplifts: Targets people looking to purchase on the spot. Aims to trigger a purchase impulse. Does not build long-term growth and loyalty towards a company’s product/service. Awareness Building promotes long-term sales growth: Targets…